The Basics of Blogging
The blog forum is a good way to communicate your company’s accomplishments to the world. Be sure to include on your blog, items such as:
• new product/service announcements,
• new customer wins,
• new hires,
• investments, and
• expansion plans.
In addition, you should give your readers a peek behind the curtain. Too many corporate bloggers are afraid of giving up the “secret formula” that makes their company a leader. Find a way to provide your audience with insight into your company without giving away confidential information. Don’t be afraid of your competitors stealing ideas. You’re only providing them with a peek, not a full, open look.
While these are all great things to discuss, you also must remember to keep it short. Readers don’t want to feel like your blog is a walking marketing brochure. Keep the writing style conversational and use a human voice. Don’t let your public relations, legal or marketing departments “cleanse” your speech.
n Play nice with others.
Linking is a valuable skill in blog writing. When you introduce a complex topic, link to a news source that provides additional information. This will help readers better understand your post. Links can be directed to information on your own corporate site, as well as to outside Web sites/blogs. Linking to other blogs will make those bloggers take notice of you. (Especially if you drop them a note about your link.) It’ll encourage other bloggers to link to your posts, as well. This sharing of readership through links will raise the tide and increase your blogging
n Be a good listener.
If you choose to allow comments to be posted to your blog, then you must be diligent about the process. Screen them so you can eliminate content spam, anonymous flames and inappropriate language.